The AI-Powered Bing Ads Strategy 99% of Education Marketers Are Missing!
In today’s competitive education sector, standing out requires more than just quality programs—it demands strategic digital visibility. The digital advertising landscape is evolving at breakneck speed, and Microsoft Advertising’s April 2025 product roundup underscores its commitment to simplifying workflows while enhancing precision. From streamlined Shopping campaign feeds to AI-driven Performance Max optimizations, these updates reflect a broader industry shift toward automation and cross-channel integration. Regenesys Education, a preeminent African institution, directly confronted this challenge. Having a diverse set of learning options available, they aimed to boost brand awareness and heighten audience engagement. Partnering with Microsoft Advertising, they leveraged Bing Ads to achieve a remarkable 25% increase in brand recall, alongside a 20% boost in brand awareness and 15% uplift in consideration. This case study explores the campaign’s strategic framework, execution, and results, offering actionable insights for marketers.
I. Campaign Goals: Beyond Visibility to Trust and Loyalty
Regenesys’ primary objective was to cut through the noise of competing educational platforms. While increasing brand recall was a key metric, the campaign also aimed to build long-term trust and loyalty—a critical factor in the education sector, where decision-making is often deliberate and research-driven. The subsidiary objectives were to generate quantifiable conversions, like course inquiries and registrations, in order to prove the campaign's return on investment.
The institution’s focus on full-funnel marketing ensured that efforts weren’t limited to top-of-funnel awareness. By targeting both high-intent users (via search ads) and broader audiences (through display campaigns), Regenesys created a cohesive journey from discovery to conversion. This dual approach addressed the nuanced needs of prospective students: those actively searching for programs and those in earlier stages of exploration. The campaign’s success hinged on aligning these goals with Microsoft Advertising’s tools, including AI-driven audience segmentation and dynamic ad optimization through Bing Ads.
II. Strategic Solution: Leveraging Bing Ads’ Multi-Channel Capabilities
Regenesys’ campaign hinged on two pillars: precision and scale. Bing Ads search campaigns targeted high-intent keywords like “MBA programs in Africa” or “leadership courses,” with adjustments for device type (e.g., mobile-optimized ads for younger audiences) and location (prioritizing regions with high enrollment potential). Negative keywords, such as “free courses,” were employed to filter out irrelevant traffic, improving cost efficiency.
Display campaigns complemented this by targeting specific audience segments—such as professionals aged 25–40—with visually engaging ads promoting Regenesys’ unique value propositions (e.g., “Globally accredited degrees”). Microsoft’s AI-powered audience tools enabled granular targeting, including remarketing to website visitors and lookalike audiences based on past converters.
A standout tactic was the use of Performance Max campaigns, which automated ad placements across Microsoft’s network (Bing, Edge, etc.), dynamically adjusting creatives and bids. This not only saved time but also ensured Bing Ads reached users at the right moment in their journey. For instance, a user researching “career advancement” might see a display ad highlighting alumni success stories, while someone searching “apply for MBA” would encounter a search ad with a clear call-to-action.
III. Execution and Innovation: AI as the Game-Changer
The campaign’s agility stemmed from AI-driven automation. Microsoft’s Copilot tool accelerated creative iteration, generating multiple ad variations (e.g., professional vs. conversational tones) to test resonance. AI also optimized bidding in real time within Bing Ads, shifting budgets toward high-performing segments. For example, when data revealed that video ads drove higher engagement among female audiences, the team reallocated resources accordingly.
Creative optimization was equally critical. Ads featured tailored messaging: aspirational visuals for younger audiences (“Start your leadership journey”) and pragmatic benefits for professionals (“Flexible schedules for working students”). This personalization, powered by AI insights, ensured relevance across diverse demographics.
Regenesys’ leadership highlighted the role of exemplary customer support from Microsoft’s partner, InMobi, in navigating technical challenges. Their collaboration enabled rapid adjustments, such as refining audience signals when initial targeting underperformed in Bing Ads. This hands-on approach underscored the importance of choosing platforms with integrated support—especially for institutions lacking in-house ad expertise.
IV. Results and Impact: Quantifiable Success and Qualitative Wins
The campaign’s outcomes exceeded expectations. Beyond the 25% brand recall lift, Regenesys saw a 20% increase in brand awareness (measured through surveys) and a 15% rise in consideration (tracked via engagement metrics). These metrics translated into tangible business impact, including a surge in course inquiries and registrations.
Qualitatively, the campaign strengthened Regenesys’ reputation as a forward-thinking institution. Testimonials from leadership emphasized how the ads reinforced trust—a vital factor in education, where credibility drives decisions. The full-funnel approach also paid off: upper-funnel ads (e.g., “Why choose Regenesys?”) nurtured leads, while lower-funnel ads (“Apply now with a 10% scholarship”) drove conversions.
Notably, Bing Ads outperformed other search platforms in cost-per-acquisition (CPA), attributing success to Microsoft’s unique audience reach. Comscore data reveals that Bing accesses 221 million users not active on Google—many of whom are high-income professionals, aligning perfectly with Regenesys’ target demographic.
The campaign’s also highlighted the value of integrated support services. From landing page optimization to audience segmentation, these services enabled brands to maximize ad relevance and performance. For instance, Topkee’s attribution-based remarketing strategy allowed for precise user tracking and personalized ad delivery, further enhancing conversion rates. Additionally, our keyword research tools identified high-intent search terms, ensuring Bing Ads reached prospects actively seeking educational solutions.
V. Key Takeaways for Marketers
Regenesys’ success underscores three lessons:
- Multi-channel campaigns are non-negotiable. Combining search and display ads ensures coverage across the customer journey.
- AI is a force multiplier. From automated bidding to dynamic creatives, AI tools like Copilot and Performance Max reduce guesswork and amplify ROI.
- Partner with platforms that offer end-to-end support. Microsoft’s integration with partners like InMobi provided Regenesys with strategic and technical scaffolding.
For education marketers, these insights are particularly resonant. Prospective students engage across multiple touchpoints; meeting them requires both precision (search ads for intent) and breadth (display ads for awareness). AI’s ability to personalize at scale addresses the sector’s diverse audience needs—from career-changers to recent graduates.
Topkee’s proprietary TTO online marketing tools further streamline this process by automating customer tracking and attribution, allowing marketers to refine campaigns based on granular behavioral data. Topkee’s full-funnel services offer everything from landing page optimization to KPI-driven reporting. For example, our Weber-based landing page assessments ensure alignment between ads and conversion paths, while TAG-enabled tracking delivers actionable data to inform bid strategies.
Conclusion
Regenesys Education’s campaign exemplifies how strategic media planning, powered by Bing Ads and AI, can transform brand perception and performance. By focusing on measurable goals, leveraging automation, and prioritizing audience relevance, they achieved a 25% brand recall lift—a testament to the power of data-driven advertising. For marketers eyeing similar results, the path is clear: embrace multi-channel strategies, harness AI, and choose partners that align with your objectives. Ready to elevate your brand? Consider consulting with Microsoft Advertising’s experts to tailor these insights to your unique needs.
